TKO, the parent company of UFC and WWE, has officially entered the boxing industry by signing a multi-year partnership with His Excellency Turki Alalshikh,
Chairman of Saudi Arabia’s General Entertainment Authority (GEA), on Wednesday.
Described as a “groundbreaking agreement”, the partnership aims to establish a new boxing promotion that will provide a premier platform for both elite and rising boxers.
TKO to Oversee Daily Operations
As part of the deal, Saudi entertainment and sports company Sela will also be involved, while TKO will serve as the managing partner responsible for overseeing daily operations.
UFC CEO Dana White and WWE President and TKO Board Member Nick Khan will spearhead the executive leadership team for the new boxing promotion.
Upcoming Announcements & Plans
Further details regarding fighter signings, fight schedules, venues, and host locations will be revealed in the coming months.
The new project will include a structured talent development and training system, with TKO handling TV production for the promotion.
Statements from Key Leaders
Mark Shapiro, TKO President & COO, expressed enthusiasm for the partnership, stating:
“This is a strategic opportunity to reimagine the sport of boxing on a global scale.
TKO brings deep expertise, promotional acumen, and long-standing industry relationships.
His Excellency Turki Alalshikh and Sela share our passion and vision to revolutionize the current model. Together, we can restore boxing to its rightful place at the forefront of the global sports landscape.”
Meanwhile, His Excellency Turki Alalshikh emphasized the impact of the deal, saying:
“This historic partnership between industry powerhouses paves the way for an unprecedented experience for boxers and fans alike.
Together, we are developing the next generation of talent and delivering world-class events as the sport gears up for further transformation.”
Boxing’s Resurgence and Saudi Arabia’s Growing Influence
The move comes at a time when boxing has experienced a decline in popularity in the U.S., particularly after HBO and Showtime exited the sport.
However, boxing has seen a revival in recent years, fueled by stars like Jake Paul and Anthony Joshua, with Paul’s fight against Mike Tyson last year breaking Netflix viewership records.
Saudi Arabia has become a dominant force in combat sports, hosting some of boxing’s biggest fights in recent years.
With this landmark partnership, the Kingdom continues to solidify its position as a global hub for major sporting events.
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